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The Use of Anglicisms in German, Swedish and Finnish Newspaper Advertising

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The Use of Anglicisms in German, Swedish and Finnish Newspaper Advertising Sara Hänninen The Use of Anglicisms in German, Swedish and Finnish Newspaper Advertising Sara Hänninen, 40471 Pro gradu-avhandling i engelska språket och litteraturen Handledare: Brita Wårvik Fakulteten för humaniora, psykologi och teologi Åbo Akademi 2021 ii ABO AKADEMI – FACULTY OF ARTS, PSYCHOLOGY AND THEOLOGY Abstract for Master’s Thesis Subject: English Language and Literature Author: Sara Hänninen Title: The Use of Anglicisms in German, Swedish and Finnish Newspaper Advertising Supervisor: Brita Warvik The English language, today’s global lingua franca, is constantly gaining ground worldwide, which also means that the influence of English on other languages is continually expanding. English is the most widely spoken language in human history and the language of international communication. This crosslinguistic study investigates how English elements appear in the advertising discourse of three European languages: German, Swedish and Finnish. The situation with the lexical input of English into European languages is continually changing and this means that each study on anglicisms provides a ‘snapshot’ of the situation at that particular moment. There is thus a constant need for new studies of this language contact phenomenon. The material of the present study consists of three issues of high circulation broadsheet newspapers: the German newspaper Die Welt, Swedish Dagens Nyheter and Finnish Helsingin Sanomat. The material was collected on June 1, 2019 and thus gives an overview of the anglicism situation in mid-2019. The research questions of the study are the following: 1) How are anglicisms used in German, Swedish and Finnish print newspaper advertisements? 2) What are the differences and similarities in the use of anglicisms in the three languages? The data of the study suggest that the use of English in advertising discourse is common in all the three languages as the majority of the advertisements in each newspaper issue contain anglicisms: 60 % of the German, 70 % of the Swedish and 55 % of the Finnish advertisements contain English elements. The findings also suggest that there are commonalities in the use of English lexical elements between German, Swedish and Finnish advertising language. Common uses of anglicisms in the three European languages are, for instance, product and company names, technical terms and slogans. Common motivations for the use of English in the three languages might be the modernity and internationalism that English brings with it. Additionally, there could be a lack of equivalent words in other languages to recently introduced English terms, i.e. lexical gaps. These anglicisms might be, for instance, technical innovations with an international English name that do not have equivalents in other languages. Advertising is thus an important factor in language change as it functions as the mediator of new, often English, terms, and enables them to spread globally. Keywords: Language contact, anglicisms, advertising language, newspaper advertising, language change Date: 26.5.2021 Number of pages: 103 i Table of Contents Abstract ...................................................................................................................................... i Table of Contents ....................................................................................................................... ii List of Tables and Figures ......................................................................................................... iii 1. Introduction .......................................................................................................................... 1 2. Language Contact ................................................................................................................. 4 2.1 English in Europe ......................................................................................................................... 4 2.2 Codeswitching and borrowing ...................................................................................................... 8 2.3 Anglicisms .................................................................................................................................. 10 2.4 German ....................................................................................................................................... 11 2.5 Swedish ....................................................................................................................................... 12 2.6 Finnish ........................................................................................................................................ 14 3. Advertising language .......................................................................................................... 15 3.1 Advertising ................................................................................................................................. 15 3.2 Advertising language .................................................................................................................. 16 3.3 Structural categories of an advertisement ................................................................................... 23 3.4 Multilingual advertising.............................................................................................................. 27 3.5 Attitudes toward language mixing in global advertising ............................................................ 31 4. Materials and Methods ....................................................................................................... 32 4.1 Materials ..................................................................................................................................... 33 4.1.1 Die Welt .............................................................................................................................. 33 4.1.2 Dagens Nyheter (DN) ......................................................................................................... 34 4.1.3 Helsingin Sanomat (HS) ..................................................................................................... 34 4.2 Methods ...................................................................................................................................... 34 4.2.1 Quantitative methods .......................................................................................................... 37 4.2.2 Qualitative methods ............................................................................................................ 37 5. Results ................................................................................................................................ 37 5.1 Frequencies of anglicisms in the newspaper advertisements ..................................................... 37 5.2 The different uses of anglicisms in the newspaper advertisements ............................................ 38 5.2.1 Product name, company name and logo ............................................................................. 40 5.2.2 Slogans and phrases only in English ................................................................................... 47 5.2.3 Technical terms ................................................................................................................... 50 5.2.4 Internationalism, modernity and general attractiveness...................................................... 53 5.2.5 Filling word gaps ................................................................................................................ 62 6. Discussion and Conclusion ................................................................................................. 65 Swedish Summary - Svensk sammanfattning......................................................................... 75 References............................................................................................................................... 81 Appendices ............................................................................................................................. 91 ii Sara Hänninen List of Tables and Figures Tables: Table 1. Advertisement types in Die Welt, Dagens Nyheter, and Helsingin Sanomat .................................................................................................................................... 39 Table 2. Anglicisms in product names, company names and logos in Die Welt ....... 41 Table 3. Anglicisms in product names, company names and logos in Dagens Nyheter .................................................................................................................................... 43 Table 4. Anglicisms in product names, company names and logos in Helsingin Sanomat ...................................................................................................................... 45 Table 5. Anglicisms in slogans and phrases only in English in Die Welt .................. 48 Table 6. Anglicisms in slogans and phrases only in English in Dagens Nyheter ...... 49 Table 7. Anglicisms in slogans and phrases only in English in Helsingin Sanomat . 50 Table 8. Anglicisms in technical terms in Die Welt ................................................... 51 Table 9. Anglicisms in technical terms in Dagens Nyheter ....................................... 52 Table 10. Anglicisms in technical terms in Helsingin Sanomat ................................ 52 Table 11. Anglicisms in car advertisements in Dagens Nyheter
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